right? at the moment, yes there's a lot of romney activity. ha they're doing -- and barack obama's speech is above that. what i love is the first lady's speech is above mitt romney's convention speech. >> i don't want us to lose touch of the importance of the human connection, of pressing the flesh. like you're saying, the trick is to web the two. we know from political science research, your direct mobilization is always going to be more effective than your indirect mobilization. eer getting better at it. it's a nice subsidy. you can't say oh, we're in a new technological era, we don't need boots on the street and you need boots on the street. >> that's right. bridging the virtual world with the physical word. that's when social media channels come to life and the magic happens. whoever coined the term social media didn't do us any favors. it's not really media. it's more like the telephone, less like the tv. when it comes to communication, we all revolve around communication. but when you can bring that vart ul world and physical world and m